Ultra-wealthy consumers rate Harry Winston as the leading brand by a wide margin, according to a recent survey. Buccellati ranks second, slightly above third-place Cartier, among the 20 luxury jewelry brands surveyed.
Brands rated by the Luxury Institute’s 2007 Luxury Brand Status Index survey of Luxury Jewelry, in alphabetical order, are:
* Blue Nile,
* Carrera y Carrera,
* David Yurman,
* Dior, FRED,
* Graff, Gucci,
* Harry Winston,
* Van Cleef and Arpels.
“We developed this brand reputation survey at the request of luxury CEOs to provide objective, independent tracking metrics that luxury executives can use to efficiently gauge where they and their competitors stand with wealthy and ultra-wealthy consumers,” said Milton Pedraza, CEO of the Luxury Institute. “Many luxury brand market research teams use our surveys as a ‘second independent opinion’ vs. their own internal surveys. This year’s survey includes a new ‘brand referral’ metric, as well as ‘next brand purchase intent’ metrics to better understand the strength of each brand. Consumer comments on each brand deliver a richness of insight that is highly valued.”
The Luxury Brand Status Index uses a nationally representative sample of ultra-wealthy American consumers, with a minimum household income of $200,000 and a minimum household net worth of $5 million, was surveyed online. Survey results are weighted to match the demographic and net worth profile of the same audience according to the latest Survey of Consumer Finances from The Federal Reserve.